Has your healthcare organization developed a brand that is recognizable to local consumers and gives them a glimpse into your values and culture?  If not, you may be missing out on consumers who would choose your facility for their healthcare needs, as well as physicians you are trying to recruit.  It is critical that you use your brand throughout your recruitment process, but remember that it’s more than just a logo and tagline. Rather, it represents an embodiment of your staff, your values, and the type and quality of care you provide to your patients.

As important as branding is for your organization, overall, it is just as important in attracting the right physicians to join your team.  Physicians today are much more likely to join organizations that they perceive to share similar culture and values. Jackson Physician Search understands the importance of branding and offers branded physician recruitment.  Branded recruitment is a level of partnership with a recruitment agency that goes to the next level. A recruitment agency’s resources and expertise are combined with the branding of the organization. Job postings and emails have the logo of the organization and include more detail about the opportunity.

How Branded Recruitment Works for You

Whether you are an administrator at a rural FQHC or a multi-facility health system, branded recruitment offers you an opportunity to expand and improve your recruitment process.  A smaller facility or health system may not have the resources to run a national recruitment campaign.  In many instances, those who are doing the recruiting are already wearing multiple hats. Finding a trusted physician recruitment partner who can manage a branded search for your vacancy immediately adds experienced resources to your search effort.  And, in the case of a large health system with an established team of recruiters, today’s hiring landscape is probably stretching them to capacity.  Large systems can utilize their recruitment partner for specific searches, for example, the primary care and internal medicine vacancies, while the in-house team focuses on all of the specialties.  Both of these scenarios creates a win-win situation because, with branded recruitment, the physicians only see your facility name and brand.  Let’s look at other ways a branded recruitment strategy can work for you.

• Using a branded recruitment strategy with a trusted, experienced recruitment partner immediately provides you with reach and access to hundreds of passive and active physician applicants. Because candidates are more familiar with local healthcare organizations and the fact that AAMC reports physicians often stay in state, it pays to use your own brand. For example, AAMC reports that physicians in Georgia remain in the state at a rate of 49.8% and 62.1% in Texas.
• Digital branding of your ads and emails seamlessly appear to the candidates as coming from your facility and location. Studies show that branded emails generate up to a 50% higher response rate than generic emails or job board postings.
• Having a recruitment partner managing your brand presence for physician vacancies improves your brand awareness and visibility, helping you now and in future searches.
• Your recruitment partnership is an exclusive agreement that takes the time-consuming vetting process off of your team’s plate, allowing them to focus on other critical matters of the business. You are only presented with the candidates who fit your organizational culture and values.

Your brand is important, and it should be a factor in your recruitment process.  Using a recruitment partner who understands the importance of brand and also has the capabilities to reach candidates, you may not otherwise have access to, is an important factor in finding a physician who fits your need.

Jackson Physician Search can manage your branded search campaign while providing you with access to proprietary digital tools, national exposure, and an experienced team of recruitment professionals.  Contact us today to learn more about how we can put your brand to work for you.